The business case for blogging

Here is an article I have been reading which is very interesting in regards to the business case for blogging. An online jewelry store tried quite a few things in terms of blogging and writes about the results they experienced.

http://www.marketingsherpa.com/article.php?ident=29667

I like the concept here of the blog being au naturale. It makes it believable and real as opposed to fake and over corporatised.

What have your experiences been with blogging for your business?

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